RAPP China Appointed McDonald’s Data-Driven Marketing Agency

Shanghai: RAPP China has announced it has been appointed McDonald’s agency to focus on the company’s delivery service. RAPP, specialists in data driven marketing, data analytics and insight development, will collect and analyze data from McDonald’s delivery services in China, generating consumer insights to tailor promotional campaigns to ultimately drive incremental sales and visitor frequency.

“Being chosen by McDonald’s to handle their data-driven marketing has been a fantastic way to wrap up a phenomenal year in 2010 for RAPP China and to kick start the new year. We are looking forward to demonstrating the power of data-driven insight for this powerhouse of a marketer,” said Ross Gearing, managing director of RAPP China.

“There is a lot of valuable information in the data that is collected from McDonald’s’ delivery service – for example, the number of times consumers purchase, what they purchase and when they are doing it – that will help us understand consumer behaviors to develop specific campaigns that will enhance purchase,” commented Phyllis Cheung, Chief Marketing Officer of McDonald’s China.

“We have a wealth of information at our fingertips and I believe RAPP is best placed to help us identify what information is valuable and how best to understand our consumers. Many of our customers are frequent users of McDonald’s delivery service and we want to ensure our marketing activities are relevant.”

RAPP’s win comes as a result of a competitive pitch and builds on the agency’s growing roster of data-driven and relationship marketing clients, which already include adidas, Johnnie Walker, Intercontinental Hotel Group and Philips. Currently, McDonald’s is also a client of Tribal DDB Shanghai, and RAPP’s new win serves to reinforce the benefits of integration across agencies.

“This appointment by McDonald’s demonstrates the power of specialist agencies working together in an integrated fashion within one group. McDonald’s are recognizing the huge value of services provided by Tribal DDB paired with the powerful data-driven marketers of RAPP,” said Dick van Motman, CEO and President of DDB Greater China Group.

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